When I think of Coleman, I think back to my days as a kid -- lazy summer days at our cottage. Tire swings, poison ivy, a sunfish sailboat that doubled as a raft and camping out under the stars in our sleeping bags -- so Coleman has a special place in my heart. Lanterns, sleeping bags, tents, you name it. Coleman is camping - simple as that.
But nothing lasts forever - and for Coleman it seems there is a need for greener pastures - target markets that have better growth potential.
So Coleman is now looking to target 3 new markets: emergency preparedness, outdoor events, and backyard gatherings. (CMO Magazine July 2005). I like how these new markets are compatible with the company's overall outdoor brand.
I can't wait to watch Coleman (www.coleman.com) bring its new focus to life with new products, distribution strategies, and customer centric marketing. An exciting time for sure!
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